Academic Journal
Less is more: How minimalist design influences the sharing of word-of-mouth.
| Τίτλος: | Less is more: How minimalist design influences the sharing of word-of-mouth. |
|---|---|
| Συγγραφείς: | Song, Mingrui, Zhang, Ge |
| Πηγή: | Current Psychology; Jul2025, Vol. 44 Issue 13, p12912-12928, 17p |
| Θεματικοί όροι: | Word of mouth advertising, Consumer behavior, Product positioning, Utility functions, Minimal design, Sharing economy, Design |
| Περίληψη: | Since the beginning of the twenty-first century, minimalism has become a significant trend in human society and is present in all aspects of life, aesthetics, and advertising. As a new design style, minimalism is becoming popular worldwide and influences consumer behavior. Despite growing knowledge of how minimalism affects consumer decision-making, little is known about its impact on post-purchase behavior. However, post-consumer behavior deserves the attention of academics and entrepreneurs, and contributes significantly to secondary exposure and product sales; specifically, word-of-mouth (WOM) is an essential behavioral indicator in the sharing economy. Little research has shown whether minimalist design can impact consumers' WOM-sharing behavior. In this study, we propose that compared with non-minimalist design, when exposed to minimalist design, consumers are more likely to engage in WOM. Perceived functional utility plays a mediating role in the effect of minimalist design on WOM sharing. Simultaneously, brand positioning moderates this mechanism. In particular, the effect of minimalist design on WOM engagement is reversed when the brand positioning is niche (vs. mass-market). The results contribute to the theoretical research on how product design affects post-purchase behavior. [ABSTRACT FROM AUTHOR] |
| Copyright of Current Psychology is the property of Springer Nature and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Βάση Δεδομένων: | Biomedical Index |
καταχωρήστε σχόλιο πρώτοι!